Content marketing: the keys to good editorial content

As you know, the internet is now a tremendous source of customers for your business. But you still need to stand out from the myriad competitors flooding the web! Whatever your business, content marketing is essential for attracting prospects and turning them into loyal customers.

What are the rules for creating high-quality editorial content? How can you set up and outsource your content production? In short, how can you develop your content marketing strategy? Here are our tips.

 

The objectives of content writing

It is no coincidence that 87% of web marketers use content to guide buyers through the sales funnel. An essential part of your communication strategy, creating editorial content serves a dual purpose:

• improve your online visibility to reach your target audience and generate qualified leads;
• Convert your prospects into customers by supporting them through every stage of their purchasing journey, using an inbound marketing approach.

 

The different types of editorial content

There are many different formats for textual content. The most commonly used, particularly in the B2B sector, are:

• website pages;
• blog posts;
• product or service descriptions;
• newsletters and marketing emails;
• press releases;
• e-books or white papers.

 

Each type of content allows you to reach your target audience at a specific stage of the customer journey and aims to trigger an action: sharing on social media, registering for an event, requesting a quote, downloading an information brochure, etc. The challenge is to guide the prospect towards the final goal: closing the deal. Your editorial strategy is therefore part of a long-term approach.

 

The steps involved in creating editorial content

Prepare a detailed briefing

Before you start writing, it is essential to do some preparatory work in order to produce reliable and relevant content for your audience. Disseminating inaccurate information will cause you to lose credibility in the eyes of search engines and your audience.

 

According to a study by Hill Holliday, 59% of customers boycott brands that use false information. Conversely, 64% of consumers say they are more likely to make purchases from a company that is honest in its brand content.

Factual and realistic content helps establish you as an expert and solidify your authority in your field. The preliminary research phase guides the creative process and prevents you from wasting your marketing budget. 

Here are the different steps you need to take:

 

1 – Define the objectives

Think about the business goals you want to achieve in order to determine the most appropriate type of content and writing style. For example, if you want to increase organic traffic to your site, you should focus on using keywords with high search volume. If you want to convert your readers into leads, you can use copywriting techniques to convince them to download a lead magnet (downloadable content in exchange for contact details).

 

2 – Create a persona

The "buyer persona" is an abstract representation of your ideal customer. This imaginary character usually has a first name as well as socio-professional and psychological characteristics.

When writing content, it is essential to know who you are addressing. Using a persona allows you to focus on a specific target audience and thus employ language and arguments that will resonate with this type of customer. This is the basis of effective marketing automation.

 

The persona is developed based on market research results and the profiles of your actual customers. To do this, you can, for example:

• create online customer surveys;
• conduct customer interviews by phone or videoconference;
• ask your sales representatives for their impressions;
• gather information about your target audience's habits through social media.

3 – Understanding the search intent

Good content is content that meets the expectations of internet users. It is therefore essential to clearly identify the search intent of your target audience. There are four types of search intent, which are reflected in the use of specific terms in the query:

• informational search: the user wants to find out about a subject (use of words such as "guide," "tutorial," "how to," etc.);
• navigational search: the user searches for a specific page or website (brand name, product, or service);
• commercial search: the internet user wants to find information before making a purchase ("best," "comparison," etc.);
• Transactional search: the user wants to buy a product or service ("purchase," "price," etc.).

 

Once again, it is the search intent that should guide the choice of content format: a blog post will be ideal for informational searches, while a detailed product page will be more suitable for transactional searches.

 

4 – Conduct keyword research

Nowadays, content writing is closely linked to natural referencing. Content optimized according to SEO (search engine optimization) rules is more likely to rank among the top search engine results, and therefore to be read. Conversely, duplicate or low-quality content may be penalized by Google and downgraded to the third or fourth page. Your website will lose visibility.

You must therefore identify keywords that are relevant to your business and that you want your target audience to find you with. Certain free or paid tools allow you to rank keywords based on search volume and competition. The more competitive a query is, the more difficult it will be to rank well for it, as the top spots are often occupied by authoritative websites.

 

 

5 – Develop a content strategy

The effectiveness of your content marketing depends on developing a content strategy that specifies the following elements:

• Formats: What type(s) of content will you focus on (articles, social media posts, etc.)?
• publication channels: through which medium(s) will they be distributed (company website, mailing, social media, etc.)?
• Creation: Who will write the content (internal staff or external service provider)?
• Management: Who will handle publishing and customer commitments?
• performance: who will analyze the campaign's impact and report back to you?

 

This roadmap provides a structured framework for creating and distributing your content without getting sidetracked.

 

6 – Find a good topic

Take the time to look for powerful ideas that will impact your readers and generate results before diving headfirst into web writing. To find inspiration, you can:

• Identify your target audience's "pain points" by consulting online reviews or related searches on Google.
• conduct a survey on social media by asking your followers what topics they would like to discuss;
• study the competition, see what works, and add value;
• ask your employees (customer support, sales representatives, product managers, etc.) for their opinion;
• use writing assistance tools.

 

Developing an editorial calendar

Once you have clearly defined your objectives, topics, content formats, and distribution channels, you can develop an editorial calendar. Highly valued by content creators, SEO specialists, and web marketers in general, this tool provides a comprehensive overview of the tasks to be completed.

For each publication, specify the following:

• objectives
• distribution channels
• content type
• subject
• deadlines and publication dates
• assignment of tasks and persons involved in the process

 

You can use a simple Excel spreadsheet, or opt for a specific tool such as Asana, the project management software used by Autour de l'Image.

 

 

This type of collaborative tool facilitates communication between team members, especially when working remotely. It allows you to supervise the smooth running of tasks, even from a distance.

 

Write or have the content written

Here are some tips to help you write impactful copy that is likely to convert your prospects:

• Pay attention to headlines: they should be short and punchy, but explicit enough to make people want to click on them.
• Capture your readers' attention from the very first lines: include details in the introduction (or lead) that spark interest (anecdotes, statistics, questions, etc.) and encourage the reader to continue reading.
• Structure your content: break up your text with subheadings, bulleted lists, and spaces to make it easier to skim.
• Use visuals: videos, images, graphics, or infographics capture and hold the attention of internet users more easily.
• Stay consistent: all your content must reflect your values in order to build a brand image that is recognizable to your audience.
• Choose an original angle: cultivate your uniqueness to stand out from the millions of pieces of content posted online every day.
• Tell stories: storytelling is an extremely powerful technique for engaging your community and allowing them to identify with your brand.
• Provide figures: they illustrate your points and lend them credibility.
• Use calls to action (CTAs): these short sentences, written in the imperative, encourage visitors to take action (sign up for a newsletter, buy a product, etc.).
• Avoid spelling, grammar, and punctuation errors: high-quality content is valued by Google and inspires confidence in readers.

 

These tips should be adapted to the type of content being written. For example, for newsletters and emails, the wording of the subject line is crucial to maximizing the open rate. Product pages will be more appealing if they include visual elements, customer testimonials, and detailed descriptions.

 

Once your content is published, don't forget to evaluate its impact byanalyzing KPIs (key performance indicators). Content effectiveness is mainly measured by organic traffic (83%) and sessions/page views (70%). Other popular indicators include leads (66%) and conversion rate (53%). 

 

Why and how should you outsource your content production?

The advantages of outsourcing

As you can see, creating high-quality content is a complex and time-consuming task. To help you, you can entrust it to an in-house writer or hire a service provider. According to a study by the Content Marketing Institute, 84% of B2B companies outsource their content production.

 

Outsourcing offers a number of advantages:

• Time savings: you can focus on strategic tasks that contribute to the growth of your business.
• Cost savings: Outsourcing often costs less than hiring an employee due to reduced expenses for taxes, benefits, and training.
• Flexibility: you pay for the items you need, when you need them, without having to worry about justifying an employee's salary.
• Freedom: you choose the billing method that suits you best, whether it's a flat rate, hourly rate, or per word rate.
• Expertise: you benefit from the knowledge and expertise of a specialist, as well as an objective outside perspective on your company and your strategy.

 

Contrary to popular belief, writing for the web is not just about writing well. Professional copywriters and web editors know how to choose the right words, tone, and style to create content that matches your brand and marketing objectives. This content constitutes your brand content.

 

Who should you delegate your content writing to?

The content creation market is divided among three main types of players:

• writing platforms, which offer unbeatable prices but often provide low-quality content;
• freelance writers;
• communication agencies.

 

In any case, it is advisableto review the service provider's references and portfolio to get an idea of their skills and the companies that have already placed their trust in them.

 

Once you have made your choice, all you have to do is write or have someone write a detailed briefing specifying the following elements:

• your target audience;
• your goals;
• the ideal number of words (or a range);
• the medium on which the message will be published;
• information about your company and the topic to be covered;
• your marketing positioning and brand identity;
• keywords and hyperlinks to include in the text;
• as well as any other information you deem useful to bring to the author's attention.

 

Specializing in B2B communication,the Autour de l'Image agency offers writing and copywriting services. We immerse ourselves in your world to understand the codes of your sector in order to establish a coherent and effective content marketing strategy. Through the creation of optimized content, we make your message powerful so that it resonates with your prospects and customers and encourages their engagement.

 

Would you like us to produce your editorial content? Contact us to discuss your needs!